Diploma in Brand Management
Examination 2012
February 2012 intake
Specimen Paper
Date: 
Time: 1330 Hrs – 1630 Hrs
Duration: Three (03) Hrs
Total marks for the paper is 100. There are five (5) parts in this question paper.
All Parts contain two (02) questions each. Select one (01) question from each section and answer
Five (5) questions in total.
Instructions to candidates
1. State your Registration Number on the front cover of the answer book and on each and
every additional paper attached to it. Your name must not appear anywhere in the answer
book or answer scripts.
2. Always start answering a question on a new page.
3. You are reminded that answers should not be written in pencil or red pen except in
drawing diagrams.
4. Answer the questions using:
 Effective arrangement and presentation
5.

Clarity of expression

Logical and precise arguments

Clear diagrams and examples where appropriate
Illegible hand writing and language errors will be penalised.
PART ONE
Marketing Management for Branding
Answer only one (01) question
1. Most service marketers feel that Services marketing is different from Products marketing and
that different skills are involved. Give an assessment as to how Service marketing differs from
Product marketing.
(20 Marks)
2. Taking an example of a retailer of your choice, how have they integrated their channel system?
How would you like their channels to be integrated? Do you use multiple channels?Justify.
(20 Marks)
PART TWO
Brand Building Process
Answer only one (01) question
3. The metaphor of a brand as a person facilitates the rapid appreciation of the brand’s emotional
value. However this is not inferred just by an advertisement. It is also inferred from other
marketing activity supporting the brand. To ensure a coherent message is being presented
about your brand’s emotional values, present samples of all the materials and messages
customers encounter when selecting your brand. For example, web information, brochures,
packaging, in-store displays, pricing information, distribution channel partners, etc. for each of
these consider:
I.
What inference do you make about the brand’s emotional values?
II.
Is an integrated approach being used?
III.
What inferences do customers draw?
(20 Marks)
4. When undertaking the annual distributor review, illustrate how to use the brand strength–
distributor attractiveness matrix to evaluate prioritizing activities with different distributors.
(20 Marks)
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PART THREE
Integrated Brand Communication
Answer only one (01) question
5. It is often said that psychographics were invented to overcome the weakness of demographic
information for describing target segments. What unique information can psychographics
provide that would be of special value to advertise?
(20 Marks)
6. In what situations would share of voice be an important consideration in setting an advertising
budget? Analyze the drawbacks of trying to incorporate share of voice in budgeting decisions.
(20 Marks)
PART FOUR
New Product Development
Answer only one (01) question
7. Apply the notion of product platform to service industries. How relevant is it to financial services
or to hotels? Evaluate the issues that would need to be investigated if an idea emerged in a firm
in those industries for a novel platform that had no connection with what was done before in
that industry?
(20 Marks)
8. Evaluate why screening in the development of a new product needs to be viewed as a continual
process.
(20 Marks)
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PART FIVE
Strategic Brand Management
Answer only one (01) question
9. Choose a popular event of your choice. Who sponsors it? How are they building brand equity
with their sponsorships? Analyze how they are integrating the sponsorship with other marketing
communications.
(20 Marks)
10. Identify a fading brand. What suggestions can you offer to revitalize its brand equity? Evaluate
different approaches which could be used to revitalize the brand and which strategies
appropriate.
(20 Marks)
(Total 100 Marks)
END
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